Consumer Cultures and Lifestyle Marketing

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Consumer Cultures and Lifestyle Marketing

The growth of the uses of advertising, marketing and ‘lifestyle’ analysis by such luminaries as Edward Bernaysand Ernest Dichter began to take hold in America in the 1950s and soon moved into European markets. What we refer to as ‘The American Dream’ has also been referred to as the starting point for marketing desire and hedonism in consumption. This is the era of a consumer society populated by anxious, longing and dissatisfied consumers. This is the period where consumption is utilized as a mechanism for social formation, self-actualization and self-realization.

The growth of the uses of advertising, marketing and ‘lifestyle’ analysis by such luminaries as Edward Bernaysand Ernest Dichter began to take hold in America in the 1950s and soon moved into European markets. What we refer to as ‘The American Dream’ has also been referred to as the starting point for marketing desire and hedonism in consumption. This is the era of a consumer society populated by anxious, longing and dissatisfied consumers. This is the period where consumption is utilized as a mechanism for social formation, self-actualization and self-realization.

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